Rick Petry

Rick Petry is a freelance writer who specializes in direct marketing and is a past chairman of ERA. He can be reached at (503) 740-9065 or online at rickpetry.com and @thepetrydish on Twitter.
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Recent Posts

[OPINION] Marketing’s Profound Role in the War With ISIS

by Rick Petry on Apr 1, 2015 3:00:00 AM Digital Marketing

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

Another day, a new atrocity. Every day amid these dark days, the world awakens to another cruel affront to humanity by way of the Islamic State of Iraq and the Levant also known as ISIS or ISIL. A byproduct of the ceaseless flow of bloodshed is the steady stream of recruits joining their army of terror from all corners of the world. While conventional marketers have wondered if social media can be used to sell a message, ISIS is effectively leveraging social to not only recruit, but to “close the sale.”
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OPINION - GEICO Reimagines the Pre-Roll Ad as Voyeuristic Delight

by Rick Petry on Mar 10, 2015 3:00:00 AM Digital Marketing

As mentioned in a previous blog post Nationwide's Super Bowl Ad Fumbles, nobody knows how to serve up advertising reliant on the concept of “borrowed interest” quite like GEICO. From cavemen to talking geckos, advertisers will use any humorous means at their disposal to get their name in front of you. But now the insurance advertiser, which spends a reported $1 billion per year, may have outdone itself with a new series of online pre-roll ads that subvert expectations and surprise and delight.

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OPINION - Nationwide's Super Bowl Ad Fumbles

by Rick Petry on Feb 4, 2015 4:19:54 PM Brand Marketing

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

“There is no such thing as bad publicity,” a quote often attributed to the supreme American huckster P.T. Barnum, appears to be the third rail that Nationwide Insurance held onto firmly while rationalizing their now infamous and ill-advised Super Bowl XLIX commercial entitled “Make Safe Happen.”

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OPINION: Why the Cut Rate Business Is Bad for Business

by Rick Petry on Dec 23, 2014 4:00:53 PM DRTV

Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.

In the wake of Black Friday we now have Gray Thursday, Cyber Monday, Cyber Week, Free Shipping Day, and a host of other discount-driven extravaganzas designed to entice holiday consumers. Knowing that buyers are always after a bargain one would think such cut-rate gambits would be music to their ears. However, the ubiquity of such offers has formed a cacophony that threatens to reduce them to so much white noise, as retailers seem to be deaf to the old adage ‘familiarity breeds contempt.’
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Dish: Under Construction

by Rick Petry on Dec 19, 2014 12:36:28 AM ER Magazine, Digital Marketing, DRTV

Dish_Under_Contruction-812945-edited-839285-edited-052574-editedThe average person will have seven careers over the course of his or her life. Most people start out with good intentions, degree in hand, and either find a career in their chosen field or fall into something that pays the bills. Advertising and marketing seem to attract a significant number of the latter. But here are two pieces of fantastic news: (1) The industry offers a broad and multifaceted canvas that opens up loads of opportunities for reinvention; and (2) it is never too late to reinvent yourself.
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That Was Then, This Is Now

by Rick Petry on Nov 24, 2014 8:00:00 PM ER Magazine, DRTV

Infomercial buyers are insomniac little old ladies who live in trailer parks and shop while wearing oversized hair curlers and eating bonbons, right? Not according to an independent study of infomercial buyers conducted by Cannella Response Television, Script to Screen, and M2 Marketing & Management Services. A survey of more than 1,500 infomercial buyer and nonbuyer respondents suggests that today’s infomercial purchasers skew younger than their TV-viewing, nonbuying counterparts, have higher household incomes, are more ethnically diverse, and are no more or less likely to be female. Which got me to wondering: Why is there a disparity between the prevailing stereotype and the reality portrayed in this study?

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Editorial Disclaimer

The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.